POST SUMMARY: Among women across markets, regardless of their marital status and whether they have children, 94 percent make decisions for themselves and 59 percent make healthcare decisions for others. Among those who work and have children under the age of 18, 94 percent make decisions for others. These decision makers, whom we call the Chief Medical Officers (CMOs)** of the family, comprise the industry’s core consumer segment, as they set the health and wellness agenda for themselves and others, choose treatment regimens, and hire and fire doctors, pharmacists, and insurance providers.
POST SUMMARY: Over the last three years there has been a steady exodus of marketing talent leaving pharma. Forget about patent cliffs and empowered patients the biggest challenge facing pharma is the lack of talent within their organization. Unless it’s corrected the marketing of prescription drugs is going to continue to be marginalized.
Post Summary: While the use of social media by consumers has been increasing the FDA still has not issued social media marketing guidelines but even without these guidelines pharma marketers have to ask the question “do patients really want us as part of the conversation?”. In conducting qualitative research on the use of social media in healthcare decisions by patients we found that the use of social media varies by condition and patient population. However, social media can provide drug marketers with invaluable real time insights into patient populations.
According to a report from PWC entitled From Vision to Decision Pharma 2020, “The prevailing management culture, mental models and strategies on which the industry relies are the same ones it’s traditionally relied on, even though they’ve been eclipsed by new ways of doing business.” Those of us who have worked within the industry understand that this is very true and that change is needed to compete into the next decade.
Patients who adhere to their medication regi- mens enjoy better health outcomes and make less use of urgent care and inpatient hospital services, compared to patients with similar medi- cal conditions who are not adherent. Yet average medication compliance rates in developed countries of just 50 percent. With so many drugs coming off patent is it time for pharma to really tackle adherence ?